Lincoln engaged us to harmonize their digital touchpoints, which included their website, the Lincoln Way app, and the in-car HMI, into a single unified experience. Our user-testing and research revealed that potential clients favor concise, easily digestible content. Accordingly, we structured the site to segment features into scannable sections, thereby enabling clients to locate information more efficiently and delve deeper into areas of interest.

Upholding Lincoln's brand promise of "revitalization," we created an immersive experience that minimizes complexity, effectively guiding clients through the funnel with personalized content and live local inventory.

Hudson Rouge
Design Director, Design System, Experience Design

Multiple "Build Your Own" flows were explored, along with how customers can add pre-built packages during the process.

All paths lead to inventory. Location-based inventory is integrated throughout the experience providing quick access to local inventory.

The Lincoln Way app gives clients quick access to a virtual key, vehicle details, concierge services, and more. All skinned to match their vehicle, adding to the personalized experience.

Next Project